Google totally dominates search and paid advertising channels, which is the sole reason why most of us often overlook Bing. Do you remember Bing Ads? They're known as Microsoft Ads today, and they really need to be taken seriously. Microsoft Ads come in second place, but Google still commands the lion's share of the search industry with a massive majority of the share (it's practically a verb).
While Google does own an 84% share of the worldwide search industry, Microsoft's search engine is in second place with 9% of the market. Although there seems to be a big difference, we assure you that Bing is still widely used—more than 1 billion unique visitors use it each month. Based on data from Microsoft Search Network, the platforms claim to have 653 million unique Web users and 14.7 billion monthly queries.
What is Bing Ads?
You may be wondering if Bing advertising is worth it. Are Bing search advertisements more effective than Google search ads? Yes, but also... is the short reply. The needs of your company will determine the real response. Even though Google receives a lot of attention from businesses, there are numerous methods to use Bing Ads to increase your reach and take advantage of growth prospects.
Bing ads seem basically the same on the SERP as Google ads and their overall title and metadata lengths are around the same. Like Google's auction model, Bing ads enable advertisers to display relevant adverts to consumers who are searching for information using particular keywords. This, in turn, translates to more prospects as a result of Bing's search for a sponsor. Moreover, in Bing, sponsors are able to target only the keywords relevant to their businesses.
Google Ads vs. Bing Ads
Both Bing Ads and Google Ads (previously Google AdWords) are pay-per-click (PPC) advertising networks. Both platforms ultimately aim to assist businesses in growing their customer base, website traffic, and revenue. Irrespective of which method you choose for your campaign, there are some noteworthy differences between Bing Ads and Google Ads you should know. Listed below are a few of the major differences between the two.
10 Reasons to Use Bing Ads Alongside Google Ads
According to sources, “Bing has roughly 21% of the search engine market share as compared to Google’s 64%”. Here are ten compelling reasons why you shouldn’t ignore Bing:
1. Reach 33 Percent of U.S. Consumers
If you haven’t included Bing Ads as part of your search marketing strategy, it means you are missing out on more than 30% of the search traffic in the United States. Yes, Bing holds around 33% of the search marketplace in the United States, which includes searches from Bing, Yahoo, Apple’s Siri, Amazon’s Kindle, and many more such search partners.
If you are passing on Bing, it surely means you are passing on a lot of traffic in the US. As Microsoft Ads has fewer advertisers than Google Ads, there is less competition for keywords and ad locations. This means that you might be able to acquire more clicks for less money.
2. Less Competition
As already said, many marketers are using Google Ads and ignoring Bing ads. This makes one fact clear: your competitors are not there. So, while your competitors choose not to reap the benefits of advertising on Bing Ads, you can leverage their loss to your advantage. Since competition is much lower in Bing, it becomes much easier for you to get the traffic you need.
With less competition, Bing Ads advertisers can take advantage of better ad positions and lower prices per click, among other advantages. Bing Ads uses an auction dynamic similar to Google Ads Auctions. In fact, in a few cases, you can win as the sole bidder for certain keywords. You will also require a lesser budget to run PPC campaigns on this search platform.
3. Better ROI
Campaigns in Bing Ads tend to be more effective as they get higher click-through rates (CTR) with a lower cost per click (CPC); this normally translates to better ROI. Google Ads might be a good option for those who are solely looking for volume. However, through Bing, you can achieve great results when it comes to getting the most out of your investments. Mobile search advertisements are more focused, and you can get into the granular level of the campaign. Luckily, there is less competition on Bing, making it simpler to obtain the traffic you require at a reasonable cost and improving ROI.
4. Super Simple Set Up
You need to begin by creating an account on Bing, which is super simple. Once this is done, Bing offers you the opportunity to import existing Google Ads campaigns from Google. This means you will not have to recreate campaigns that you successfully run on Google Ads. It's really easy to set up a Microsoft advertising account on Bing.
Microsoft Ads offers far greater versatility than Google Ads, which have a rigid framework. As a result, advertisers have greater creative freedom and may produce more powerful advertisements.
5. Increased Control
Unlike Google Ads, Bing permits you to assign different ad campaigns to different time zones. This makes it much easier to manage sophisticated ad scheduling strategies in Bing. In Google Ads, Google lets you set your network, language, location, ad scheduling, and ad rotation settings at the campaign level. The ad groups are constrained to their campaign-level settings.
6. 3 Search Engines
Bing has three search engines while Google has just 1, so when you advertise on the Bing platform, your advertisement is seen on – Bing, Yahoo, and AOL. This connects you with millions of searchers, expanding your reach to a larger audience. Plus, since it is present in these three, there is a chance for higher click-through rates.
7. Automated Rules
Bing Ads' automated rules let you manage your account and campaigns effectively. Automated rules basically let you make automatic changes based on specific rules and conditions set up in your accounts. Users can change their status, bids, budget, and more. Automated rules can save you lots of management time, which would otherwise go to waste when launching new campaigns on new platforms.
You can use it to automatically make exact changes and manage all of your accounts and campaigns. This can be used to modify bids, budgets, and statuses. It is not necessary to manually handle each account on an individual basis.
8. Drive More For Less Money (Leads, Sales, And Traffic)
Perceptibly, lower competition means lower bids and a lower cost per click (CPC). Since fewer advertisers compete and bid on the same keywords, you would need to pay less for a click on that keyword, unlike on Google Ads. Ultimately, you drive much more leads, traffic and sales for much less money; the difference can be as high as 50%.
9. Better Mobile Targeting
Mobile ad targeting on Google Ads is very limited. Bing allows you to target specific devices based on their type and OS. If your target demographic favors a particular mobile OS, or if your product is focused on a particular mobile device, you can serve highly targeted ads to them. Advertising on Bing is still allowed to exclude desktop and tablet traffic, even if Bing plans to remove several targeting choices in March.
10. Greater Transparency
Bing is a fully transparent platform when it comes to disclosing details about the performance of their search partners. Bing can provide you with detailed reports on the performance of each of the search partners in your campaigns; these reports would include details on all their metrics, starting from impressions to conversions.
At the campaign level, Google gives paid search marketers two options: either target Google search or target Google search and search partners. There isn't a middle ground or substitute. At the ad group level, Bing gives users the option to target only Bing & Yahoo, simply search partners, or both.
Just Try It!
If you’re still skeptical about Bing Ads, just create an account and set up a few test campaigns to get a feel of what bids on Bing are like and what kind of search volume you can expect. Simply sign up if you want to see the unrealized (and less expensive) potential of Microsoft Ads (Bing) but are unsure of where to begin.
If you have a budget for online advertising, it is wise to invest some in Bing Ads. Bing Ads are one great way to tap into long-untapped markets.
Leverage Bing Ads Reporting by ReportGarden
Microsoft Advertising is a platform for ads that shows great promise. Marketers have a variety of opportunities to find and connect with even more consumers than they think if they just concentrate on Bing Ads. If you're a full-time digital marketer, you probably already utilize Google Ads. If not, it's not too hard to ramp up with Microsoft Ads and Bing.
Bing Ads provides several critical options at the ad group level rather than the campaign level. ReportGarden visualizes performance indicators across all account levels, allowing you to showcase this advantage to your audience. You can do more with your Bing Ads data by presenting meaningful ad insights with ReportGarden. ReportGarden provides a KPIs dashboard, such as CTR, conversions, average position, and average CPA, that you may use to highlight your marketing efforts.
FAQs
- Google Ads vs Bing Ads: Which is better?
Use Google Ads if you want to reach a larger audience. Bing Ads might work better if you have a tighter budget or want to target a particular demographic of customers. A lot of advertisers decide to use both channels.
- Do Bing Ads help with SEO?
Marketers can easily access Bing's more transparent ranking variables and tailor their Bing SEO strategies accordingly. They regularly update their rules to assist you in making the best decision possible, and the ranking elements are less perplexing.
- Are Bing Ads available for free?
You set bids based on particular keywords if you run Bing Ads. When a bid is accepted, those who are searching for that term will see your advertisement. Afterward, you pay your bid amount each time a visitor clicks on one of your advertisements and is directed to your website because Bing ads operate on a pay-per-click (PPC) basis. This means that you only ever have to pay for clicks on your advertisement—not for it just to display.
